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The internet has made communication of ideas and information a lot easier, cheaper and faster than any media out there.

This is good news for a practice or business owner who would like many new patients/customers to know about his or her services or products.

However, on the flip side of the coin, how about bad news? Bad news travel just as fast, if not faster, thanks to the internet!

There are more and more ‘review web sites’ where consumers are asked to rate and comment on the services and products of a vendor.

These reviews do come up on the 1st page of Google when people are searching for a doctor or a business like a restaurant in a particular area.

Recently I spoke with one doctor who has a couple of below average ratings and reviews and because they do show up on the 1st page of Google, those reviews affected his practice negatively, even though those few reviews do not reflect the majority of opinion of satisfied patients.

Too often is the case of a doctor who by being ignorant of such sites, become the victim of a few negative internet reviews without even knowing about them.

The good news is, if you know how to use the review sites to your advantage, you could get to the 1st page of Google easily with positive reviews — and all these without paying for advertising.

Don’t be a victim of negative reviews. Don’t let your good work be swept under the carpet.

The truth is, whenever you have done a fantastic job as a doctor or have provided a great product for your customers, most customers think that your good services/products are ‘expected’ and they do not necessarily find it ‘special’ enough to tell other people about it.

But if you follow certain protocol, you could increase the number of referrals and positive reviews, without ever resorting to expensive advertising.

That is also why our basic principle in Un-Advertising is: get other organizations and people to toot the horn for you instead of you tooting your own horn!

I have prepared a report on how to overcome negative reviews and promote positive reviews about your practice and how to have them show up on the 1st page of Google.

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A question many of my clients ask is “How much of my particular income should go over to marketing? What is a standard marketing budget?” Accountants and other analysts out there are always analyzing what is standard and what is good. Where they get their data about what is ‘right’, I don’t know and 99.9% is incorrect. How much do you spend on marketing? How much do you spend on dental website marketing? As much as it takes to move up and get people into your business.

Even if it costs you six times what you are making now, you need to market. Am I joking? I am absolutely not joking. Do you usually need that? No, not really. But then again maybe yes especially if you are making little money right now. That is what it will take.

I have traveled for many years and studied business while I worked for different companies. I realized that the successful companies do not ask what their budget for advertising should be.

The point is, the successful people just market more. It’s a little bit like when you are sick. How much of the doctor’s bill should you pay? When I started my business, how much money did I make? Zero. How much did I spend on marketing? It didn’t matter, whether I spent $400 or $4000 it was more than what I made because I made nothing.

I once had a client who owned a dental practice in Los Angeles. He was spending quite a bit on advertising when he first started his business.

At that point in time he no longer did any of those types of things. I asked him, ” Why did you stop, did it not work?” He said no, it worked, it brought people in.

He said that he advertised alot when he first opened his practice, just to get people in. However, he stopped marketing because he was told by other ‘experts’ that he should not be spending so much money! Then he paid me to tell him to start marketing again, which he did.

There are, however, tremendous amount of ways out there for dental advertising and internet dental marketing where the cost is so little that anybody can afford it. You can inch your way up.

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The best way to be known as an expert is to give lots of education about your field.

Don’t try to tell other people what are your diplomas and qualifications.

Share real information that is helpful to the public that you wish to sell.

Strategy #1: Use the power of the local press such as traditional newspaper, TV and radio media to endorse you.

Strategy #2: Publish your own book (the best business card, and promotional item you will ever create) and make it a best seller. Not that difficult – really. Note: you do not need to physically write the book to have a best seller in your hand,

Strategy #3: Provide easily understood content that is beneficial to your public and have other entities promote these contents for you – for free!

The principles behind Strategy #1: Getting press in the local media to market (a dental or medical practice or any small businesses)

Again, the principle of having a medical or dental practice or any small business promoted and endorsed for free by some entity which has a huge following is at play here.

We all have heard of the “power of the press”.

Many small business owners and dentists etc have tried to be featured in the press without avail.

Actually getting into the press is rather simple if you know what the press needs.

And what does the press need? Data which is NEW. After all, that is why they call it the ‘news’.

Ninety-nine percent of what you and me consider news is NOT news to the newspaper or TV, radio etc.

In fact just about every press release I see which dentists and doctors try to submit to get featured in the news is so self-serving from the start that it is obvious why the reporters are ignoring it.

Here is what needs to happen for you or your practice/business to get in the news:

You need to tie your press release or contents to national or international news.

For eg, a Japan university’s news about how gum disease could open the door to Aids due to weakening of the immune system, could now be commented on by a local dentist of how this would be possible – or not possible. It would be rather immaterial whether the local dentist speaks for or against the international news.

What is most important is that a piece of national or international news could now be ‘re-package’ to a local media audience especially through the additional viewpoint of an “expert voice” from the same local area.

The news of unsafe Toyota’s could be the perfect chance for a local car mechanic to share his two-cents.

The news of the health insurance bill could be news for any doctor, insurance agent, business owner etc.

The important thing is to mention the “famous source and the famous media which has already reported on the matter.

The press has tremendous power, but just like you must know and be trained on how to use a high speed drill you must learn how to use the press, otherwise you will be just running in circles and soon be saying that the media in your area does NOT report on your profession.

Nothing could be further from the truth.

As you have succeeded to get yourself mentioned or published in the news, there is still one more step. You should make your press copy constantly visible to your clients or patients and prospects.

You do this by making copies of the printed article (full article or just excerpts) or design a copy of the TV/radio report, blowing the copy up. but in any case make nice displays which you hang in the office, display them on your website, mail to prospects and patients, so that you make sure they see it as they might have missed it in the paper or TV etc.

Many media outlets have websites which will also have an internet version of your news.

There are actually ways that cost next to nothing to have the entire internet community hear about your news and have that news easily be found on the 1st page of Google.

In fact, you can create the image of an expert without relying on press exposure. Marketing actions should be worked together in synergy and as a strategy rather than just doing one marketing tatic.

A normal brochure is a brochure, is a brochure, is a brochure, is a brochure. It is a flyer that talks about YOU and it is designed by some designers.

Your brochure has no further use and into the trash can it goes. And you and your practice will be forgotten almost the very same minute. Out-of-sight means out-of-mind.

How do you differentiate your brochure or information package from the sea of brochures and information packages out there?

Books are the very best brochures ever invented! There are a few ways you can use books as the ultimate brochure:

You get your own book – do not be limited to your profession only and do not make it dry and technical. Make sure that you edify other products or professions so that the book becomes a useful tool for many, as in point four below

You make it a best seller – this can be done with almost 100% certainty using specific marketing techniques. Correct book marketing strategies will accomplish this for you within 6 months.

You use it as a brochure to potential patients/customers (they will love it even more if it is a best seller).

You recruit (sell) other businesses, large, and small, to use your book as a gift item, or as a health guide or as a motivational item, or as a employee recruiting tool, depending on your book type.

Authors, especially best-selling authors, are well-received on radio and TV channels across the country, and especially in the area you are from. You are now an expert and if you learn how to “use” this celebrity status to your advantage, you will have set the foundation for a celebrity status and for an exit strategy that will make you money long after you have retired from your profession.

In addition, as you have companies, organizations, and associations buying your book in bulk, you will get the windfall benefit of the readers showing up in your practice and also purchasing other services, memberships or products the book might have mentioned.

IMPORTANT: You do not need to write your own book. If you are like many business owners who do not have the time nor the inclination to write even a newsletter, here is the good news: you can become a best selling author without ever lifting a finger to write!

In any case, this is an important as well as a longer chapter and there is a separate section which will show you how to get a book written and make it a bestseller as well as what to do to turn all these into professional and personal success of great magnitude.